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Relationship Selling as a Strategic Weapon for Sustainable Performance

Relationship Selling as a Strategic Weapon for Sustainable Performance

Edna Mngusughun Denga, Narasimha R. Vajjhala, Sandip Rakshit
Copyright: © 2022 |Pages: 24
ISBN13: 9781668434307|ISBN10: 166843430X|ISBN13 Softcover: 9781668434314|EISBN13: 9781668434321
DOI: 10.4018/978-1-6684-3430-7.ch005
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MLA

Denga, Edna Mngusughun, et al. "Relationship Selling as a Strategic Weapon for Sustainable Performance." Sales Management for Improved Organizational Competitiveness and Performance, edited by José Duarte Santos, IGI Global, 2022, pp. 78-101. https://doi.org/10.4018/978-1-6684-3430-7.ch005

APA

Denga, E. M., Vajjhala, N. R., & Rakshit, S. (2022). Relationship Selling as a Strategic Weapon for Sustainable Performance. In J. Santos (Ed.), Sales Management for Improved Organizational Competitiveness and Performance (pp. 78-101). IGI Global. https://doi.org/10.4018/978-1-6684-3430-7.ch005

Chicago

Denga, Edna Mngusughun, Narasimha R. Vajjhala, and Sandip Rakshit. "Relationship Selling as a Strategic Weapon for Sustainable Performance." In Sales Management for Improved Organizational Competitiveness and Performance, edited by José Duarte Santos, 78-101. Hershey, PA: IGI Global, 2022. https://doi.org/10.4018/978-1-6684-3430-7.ch005

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Abstract

Relationship selling is a strategy of attracting suitable consumers and then establishing, sustaining, and strengthening relationships with them to achieve long-term satisfaction through mutually beneficial partnerships. For a firm to remain competitive over time, it must ensure its strategies are difficult for competitors to duplicate. Thus, relationship selling is leveraged as a tool for achieving sustainable competitive advantage. In today's competitive environment, customer relationships are expected; hence, the establishment and development of relationship metrics is not an anomaly within successful sales organizations. With product quality becoming a universal standard and no longer a major source of competitive advantage, firms are striving to escape the quagmire of the “commodity mentality” that has pervaded the market today. To differentiate themselves, a number of these companies are resorting to relationship selling. This chapter focuses on understanding relationship selling, its components, and processes, as well as how it contributes to sustainable competitive advantage.

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